Barr Soft Drinks is aiming to deliver incremental sales in Scotland’s fast-growing £180m flavoured carbonates market with a £1m brand investment in Irn-Bru Xtra.
The activity will start in August with heavyweight outdoor and digital advertising, complemented by in-store theatre. This will be followed by a huge sampling campaign in September, getting more than 500,000 cans into the hands of Scottish shoppers.
Adrian Troy, Marketing Director at Barr Soft Drinks, said: “Irn-Bru Xtra is the fastest growing variant of the iconic brand, delivering Extra Taste with No Sugar, and now accounts for over 20% of total Irn-Bru sales.
“Now worth over £16m and growing at 10% versus last year, Irn-Bru Xtra is a must-stock variant for all Scottish retailers and this £1m brand investment will create massive visibility for the product, driving education and trial with shoppers.”
The activity is part of a £6m annual brand investment throughout 2022, driving total incremental brand sales of Irn-Bru.
Barr Soft Drinks is urging retailers to use its impactful POS to create in-store theatre and drive sales while brand and product awareness is at an all-time high.
